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Both Paid and Organic Search Are Equally Important

Conversion Rates, Online Marketing, Paid Search 02 Oct 2006
3 Comments

Many times, I read in various blogs and forum posts that a solid SEO strategy (with good rankings) is good enough to attract visitors to a website.  I completely disagree with this view. While SEO is an important component of any integrated marketing campaign, paid search must not be overlooked when implementing an online strategy.  According to Clickz, the paid search market generated approximately $10 billion in revenue in 2005 and is expected to grow 41 percent in 2006. How can any organization, marketer or blogger ignore these astronomical figures? Additionally, according to a study by WebSideStory that monitored twenty B2C e-commerce websites, paid search had a median order conversion rate of 3.4 percent, while organic search results produced a conversion rate of 3.13 percent. The data set included more than 57 million search engine visits.

Technorati Tags: paid search, search engine marketing, seo, search engine optimization, organic search

About the author

Michael Brito

Michael Brito is a Senior Vice President of Social Business Planning at Edelman Digital. He helps his clients transform their organizations to be more open, collaborative and socially proficient; with the end result of creating shared value with employees, partners and customers. Prior to Edelman, Michael worked for Intel and Hewlett Packard in various social media marketing roles. Opinions posted here are his own. Feel free to follow him on Twitter, subscribe to this blog or read some more of his content on Social Business News.

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  • max191

    Your blog is timely reinforcement about the purpose of blogs and what I aspire to as well. Really good one!
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  • http://twitter.com/interaria INTERARIA

    This is a solid recommendation. Unfortunately paid search results can get really expensive for small businesses, and these days people clicking the expensive adds are often people looking for work. For companies with a significant marketing budget, paid search results are great because they can be targeted by each search term.

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